The American make-up brand CoverGirl announced that a man, 17-year-old beauty blogger James Charles, has become its new ambassador for the first time. The young man started his blogs on Instagram and YouTube a year ago, since then almost 500 thousand people have subscribed to him.
The beauty blogger photo for the advertising campaign was taken by Katy Perry, who was also a representative of the brand. “Working with this legendary brand, and even as the first male ambassador, is a great honor for me. I started Instagram a year ago to inspire others, set myself more creative challenges and grow. I hope that my example will show that anyone can use cosmetics and anyone can succeed if they put in enough work. I can't wait to show you the new products of the brand, something very cool is waiting for you,”Charles wrote on his Instagram.
CoverGirls are known for their progressive attitude towards gender norms and makeup. In 1992, the brand became the first cosmetics company to sign a contract with an African-born model, with Lana Ogilvy starring in the CoverGirl ad campaign. The brand was represented by many celebrities, including Tyra Banks, Queen Latifa, Taylor Swift and Drew Barrymore.